Retail has been grappling with a crisis over the past few years. In the first half of 2017 alone, there were nine retail bankruptcies, including Sears Canada, The Limited, BCBG Max Azria, Payless, Wet Seal, RadioShack and HHGregg.
With consumers turning away from traditional retail shopping, it’s no surprise that celebrities have done the same. There is, however, one retailer celebrities just can’t seem to stop paying visits to…
The One Retailer Celebrities Are Still Shopping
Using the data from Spotted — the definitive source that tracks and analyzes all of the brands that celebrities shop, wear, and use — we were able to determine that, while celebrities have dramatically reduced shopping at the majority of large retailers, they continue to visit one with frequency: Barneys New York.
Barneys New York is the one retailer that celebrities continue to shop at regularly in-store. And those are just the ones actually captured by the paparazzi.
Compare that to retailers like Saks Fifth Avenue and Nordstrom. Barneys sees 400% more celebrities shopping their stores than Saks Fifth Avenue and a whopping 1,100% more celebrities shopping their stores than Nordstrom. More modern retailers like Urban Outfitters are performing a bit better in this regard, but not much by much.
Why Barneys New York?
While other retailers struggle to maintain relevance and grasp the attention of both consumers and celebrities, Barneys New York continues to soar. But what makes them different from the rest?
For one thing, Barneys New York is known as a very high-end department store, providing a luxurious shopping experience. Complimenting this, the retailer offers an expertly curated selection of both major and lesser-known designers’ latest offerings.
Barneys locations in NYC and Los Angeles have also garnered reputations as celebrity hotspots, with paparazzi hanging outside of the stores to document celebrity comings and goings.
Barneys has done its part here, too, proudly working to cultivate its reputation as a celebrity shopping destination. The retailer’s editorial site, The Window, features an array of celebrity-focused content and even regularly interviews celebrities such as Amy Schumer, T.J. Miller, Karlie Kloss, and Cecily Strong.
So, what’s the lesson here for other large retailers (and brands at large)? When you see celebrities beginning to latch onto your brand or business, don’t veer away but embrace it to the fullest and ride the wave of opportunity. The celebrity influence could have a massive positive impact on your business as a whole.
Want More Data Dirt?
Whether you’re a luxury fashion brand or a more accessible apparel brand, it’s always nice to know that celebrities are being seen wearing your clothes and products. But what about being seen on the biggest celebrities — the ones with massive global social followings and the highest relevancy among consumer audiences right now?